Marka arketipleri bağlamında mekân tasarımı: hazır giyim mağazaları
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Dosyalar
Tarih
2021-02-02
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Işık Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Attribution-NonCommercial-NoDerivs 3.0 United States
Attribution-NonCommercial-NoDerivs 3.0 United States
Özet
Farklı alanların kesişme noktalarında yapılan bu tez çalışmasında marka kavramları, marka kimliği, marka arketipleri ve mekânsal tasarım ilişkileri çalışma kapsamında ele alınmış ve kimlik temsili bağlamında incelenmiştir. Bu doğrultuda öncelikle markalar için işlevsel kişilik tipolojileri sunan arketip kavramı incelenmiş ve literatürde yapılan araştırmalar sonucunda dört ana arketip grubunu temsil eden dört arketip (Yönetici, Asi, Kâşif ve Sıradan İnsan) ve de giyim sektöründen bu dört arketiple eşleştiği varsayılan dört marka seçildi. Bu varsayımların doğruluğu, bu markaların hem kendi web sayfaları hem de diğer web sayfaları ve reklamları aracılığıyla kendilerini nasıl tanıttığının ortaya çıkarıldığı marka arketip literatürünün araştırılması sonucunda elde edilen bulgularla sınanmıştır. Daha sonra bu markaların mevcut vitrin ve iç tasarımları, kendi marka arketiplerine uygunluklarına göre yerleşim planı, renk, malzeme ve aydınlatma tasarım kriterlerine göre incelenmiştir. Böylelikle hem mesleki alan yazındaki bir boşluğun doldurulması, hem de iç mekân tasarım stüdyosu derslerinin marka, kurum kimliği ve kimlik temsillerini kapsayan proje konularında proje yürütücüleri ve öğrencileri için bu bağlamda nesnel proje değerlendirme ölçütleri oluşturulması yönünde bir adım atılabilmesi amaçlanmıştır.
In this thesis study which was done at the intersections of different fields, the brand concepts, brand identity, brand archetypes and spatial design relationships were examined in the context of identity representation. In this direction, firstly the concept of archetypes presenting functional personality typologies for brands were examined and as a result of the researches in the literature, four archetypes representing four main archetype groups (Manager, Rebel, Explorer and Ordinary People) and four brands from the clothing industry that match these four archetypes were selected. The accuracy of these presuppositions was tested with the findings obtained as a result of the research of the brand archetype literature, in which how these brands introduced themselves through both their own and other web pages and through their advertisements. Afterwards, the existing shop windows and interior designs of these brands were examined by their layout plan, color, material and lighting design criteria in line with their suitability to their own brand archetypes was examined. In this way, it was aimed to fill a gap in the professional literature and to take a step towards creating objective project evaluation criteria for the project managers and students in the subjects that include the brand, corporate identity and identity representations of the interior design studio courses.
In this thesis study which was done at the intersections of different fields, the brand concepts, brand identity, brand archetypes and spatial design relationships were examined in the context of identity representation. In this direction, firstly the concept of archetypes presenting functional personality typologies for brands were examined and as a result of the researches in the literature, four archetypes representing four main archetype groups (Manager, Rebel, Explorer and Ordinary People) and four brands from the clothing industry that match these four archetypes were selected. The accuracy of these presuppositions was tested with the findings obtained as a result of the research of the brand archetype literature, in which how these brands introduced themselves through both their own and other web pages and through their advertisements. Afterwards, the existing shop windows and interior designs of these brands were examined by their layout plan, color, material and lighting design criteria in line with their suitability to their own brand archetypes was examined. In this way, it was aimed to fill a gap in the professional literature and to take a step towards creating objective project evaluation criteria for the project managers and students in the subjects that include the brand, corporate identity and identity representations of the interior design studio courses.
Açıklama
Text in Turkish ; Abstract: Turkish and English
Includes bibliographical references (leaves 119-126)
xiii, 127 leaves
Includes bibliographical references (leaves 119-126)
xiii, 127 leaves
Anahtar Kelimeler
Arketip, Marka, Marka kimliği, Mekân tasarımı, Archetype, Brand, Brand identity, Space design
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Kuttaş, D. I. (2021). Marka arketipleri bağlamında mekân tasarımı: hazır giyim mağazaları.İstanbul: Işık Üniversitesi Sosyal Bilimler Enstitüsü.
